What drives brand decisions in Québec

July 18, 2008

Game time

A recent study by Ipsos Reid (July 14, 2008) conducted on
behalf of the Entertainment Software Association of Canada reveals that four in
ten (40%) parents ‘agree’ (12% strongly/28% somewhat) that ‘video games are
increasingly becoming a family activity’ in their household’.

The only significant regional variation is in Quebec where more
Quebeckers agree that ‘there is currently a good selection of video games
available that are well suited to playing video games as a family’. 82% agree
strongly/somewhat agree compared to 69% nationally and 64% in Ontario.

That’s rather surprising. Quebeckers seem to be as involved
in videogames as Canadians in the rest of
Canada (according to PMB 2008 data,
18% of Quebeckers played videogames in the past 30 days compared to 19% in the
ROC) and the titles likely don’t differ that much.

Either Quebeckers have found more games “suitable for all
ages” or their definition of what is suitable is more liberal.